Director’s Cut: Terry Boardman – SA franchising champion Famous Brands takes Steers, Debonairs to Malaysia

BizNews editor Alec Hogg speaks to Terry Boardman, Famous Brands’ head of QSR, about the group’s strategic leap into Malaysia with Steers and Debonairs, why the right local partner matters, lessons learned from past international setbacks, and what Famous Brands’ sales data reveals about green shoots — and ongoing pressure — in the South African consumer economy..Sign up for your early morning brew of the BizNews Insider to keep you up to speed with the content that matters. The newsletter will land in your inbox at 5:30am weekdays. Register here.Support South Africa’s bastion of independent journalism, offering balanced insights on investments, business, and the political economy, by joining BizNews Premium. Register here.If you prefer WhatsApp for updates, sign up to the BizNews channel here..Watch here.Listen here.BizNews Reporter.Famous Brands, South Africa’s leading quick-service restaurant (QSR) group, is making its first foray into the Malaysian market through a strategic partnership with Mesra, a well-established local retail operator. The move combines two of Famous Brands’ most recognised outlets, Steers and Debonairs Pizza, aiming to replicate the company’s South African success while tailoring offerings to Malaysian tastes.Speaking to Alec Hogg, Terry Boardman, Managing Executive for QSR at Famous Brands, explained the rationale behind the expansion. “It’s about choosing the right partner,” he said. “Mesra has extensive experience in retail and operates a wide network of sites across Malaysia, particularly through its Mesra Cafés at petroleum locations. Their local knowledge and operational expertise give us the confidence to grow responsibly in this market.”Boardman emphasised that the Malaysian entry strategy is a measured one. Rather than rapidly opening hundreds of outlets, Famous Brands is focusing on carefully selected locations that align with its brand values and operational strengths. “We’re going deep rather than wide,” he said. “It’s about quality, not quantity, and ensuring our brands are positioned to meet local demand.”A key factor in the decision to enter Malaysia was the cultural and demographic alignment. Boardman highlighted the importance of halal offerings, noting that Malaysia is predominantly Muslim. “Our experience with halal-certified products in South Africa and across Africa made us a strong candidate for this partnership,” he said. “It’s a small but crucial element that can make a big difference in winning consumer trust.”Menu adaptation is also being carefully considered. While Steers and Debonairs maintain the core flavours familiar to South African customers, certain adjustments, such as incorporating rice into Steers’ offerings, have been made to cater to local preferences. Boardman noted that initial consumer feedback has been very positive, signalling strong demand for familiar, high-quality products presented in a convenient format.The partnership approach reflects a broader strategic philosophy at Famous Brands, where collaboration with capable local partners has been pivotal to international expansion. “Malaysia is quite far from our home base,” said Boardman. “Having a partner on the ground who understands the market, logistics, operations, and training is essential. We provide strategic support, brand guidance, and franchise expertise, while Mesra executes the day-to-day operations.”Famous Brands’ strategy also accounts for evolving consumer behaviours, particularly around convenience and food delivery. Boardman observed that while food delivery remains a growing channel, consumers still value physical locations where they can enjoy meals with family and friends. “Convenience is multifaceted,” he said. “Drive-throughs, in-store experiences, and home delivery all play a role. It’s about being accessible wherever the consumer wants us to be.”The company’s experience in South Africa provides valuable lessons, including learning from past setbacks in international markets. “We’ve had our share of challenges, such as the Gourmet acquisition in the UK,” Boardman reflected. “Those experiences taught us the importance of local insight, measured expansion, and choosing the right partners.”Looking ahead, Famous Brands is focused on sustainable growth. The partnership with Mesra is designed not just for immediate returns but for long-term brand development in Malaysia. Boardman emphasised the importance of balancing expansion with operational sustainability and franchisee profitability.In sum, Famous Brands’ Malaysian entry represents a carefully planned, strategic expansion, combining proven South African brands with local expertise and cultural understanding. By leveraging partnerships, tailoring menus, and maintaining a focus on convenience and quality, the company is poised to establish a strong presence in one of Southeast Asia’s most promising QSR markets.

Director’s Cut: Terry Boardman – SA franchising champion Famous Brands takes Steers, Debonairs to Malaysia

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